中国文化走出去的三个策略【外文翻译】.docVIP

本科毕业论文外文翻译 外文题目： Strategies for Chinese Culture Outgoing 出 处： [J]; International trade issues ; 2007-07 作 者： Zhang Yu 原 文： Strategies for Chinese Culture Outgoing With the trend of economic globalization, cultural economy as a fresh economic form is playing an increasingly important role in the world economic arena. As a key component of international trade, cultural business has become a key sector with strong competition. As the American scholar Wolf said, “Culture, Entertainment—instead of those more realistic car making, steel industry or financial services—are quickly becoming the new driving wheel of global economic development.”? China’s trade is listed among the world’s top three and its cultural trade has greatly increased. However, its increase in culture exports is lagging behind the trade category of other countries. The exportation of Chinese cultural products is still very weak, which presents both a challenge and an opportunity for China’s cultural companies. It’s important to choose the right strategies to win opportunities. 1．Branding strategy? The adverse of exportation of cultural products reflects not only the number of products, but also the number of high-end branded products. Developed countries are penetrating China by using branded products. China’s culture trade should also focus on using branded products in the marketplace. Recognizable Chinese brands must be developed to widen the influence of Chinese culture.? Although globalization is speeding up, each country’s culture remains unique, so it’s normal to have cultural barrier when doing cultural trade. So for a branding strategy it’s important to balance localization and internationalization for themes, content and creativity, product form and so on. This is to keep the right tone between individualism and international standard and to produce products with both Chinese characteristics and inte